DIY And Gardening in Germany
Euromonitor International's DIY And Gardening in Germany market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 34 | Publication date: Oct 2009
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- Get insight into trends in market performance
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Executive summary
Good Overall Performance
The overall market of DIY and gardening in Germany showed a rather good performance. Both sectors, DIY and gardening saw a positive growth in 2008. Within these sectors, the subsectors of building materials and barbecues performed particularly well. However, compared to the review period, the market of DIY and gardening proved to be stagnant. Both sectors of DIY and gardening registered a slowdown of growth. Even the highest growth subsector, such as building materials and barbecues, recorded a significantly lower growth rate in 2008 than over the review period. The main reasons for this were market saturation and the high number of competitors, as well as a slight reduction in the willingness of consumers to spend due to the credit crunch.
The Effects of Recession and Climate Change
The most important factors that influenced the performance of the DIY and gardening markets in Germany were the impact of economic crisis and the effects of weather conditions that affected the sector of gardening in particular. With the world economic crisis taking its swing, consumers are starting to pay increased attention to their expenditures. DIY products benefited from this trend in particular since consumers preferred to do all home improvements and repairs themselves in order to cut down on costs. The sector of gardening was affected by climate changes in 2008. Moderately high summer temperatures contributed to the growth of barbecues and horticultural goods in particular.
Home Repairs and Pastimes
The fastest growth within the DIY sector in 2008 was recorded for the subsector of building materials. This product group benefited from consumers’ preference for home repairs. In the light of the current recession, Germans focus on home repairs and improvements rather than on more expensive renovations. Within the sector of gardening, the highest growth in 2008 was recorded in the subsector of barbecues. According to the barbecue magazine Fire&Food, Germans are becoming increasingly fond of barbecuing and regard it as one of their favourite pastimes. Increased interest for outdoor activity and fellowship among Germans also contributed to a good performance of barbecues in 2008.
Highly Fragmented Market
The competitive environment in the DIY and gardening markets in Germany can be best described as fragmented. A high number of market players made up a rather small portion of the market share for both leading and smaller competitors. Within the market of DIY and gardening, more than half the market share was held by numerous small players. In both sectors, however, private labels managed to position themselves as the leader generating growth with the help of cheaper products. Global players performed better in gardening than in the DIY sector.
Fairly Good Prospects
Over the forecast period the market for DIY and gardening is expected to show a better performance than over the review period. However, this will only be a slowdown of decline registered over the period under review. The main factors that will be responsible for this will be the growing number of consumers that switch to private label products due to the expected increase in the already high thriftiness of German consumers. Moreover, increased price promotions over the forecast period, as well as growing consumer preference for "do-it-yourself" activities in home triggered by the economic crisis, might also contribute to a slowdown of the decline. Within the sectors, the most successful categories will remain building materials and barbecues as was the case in 2008. All other products are expected to show a weaker performance.
Table of contents
DIY AND GARDENING IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Good Overall Performance
The Effects of Recession and Climate Change
Home Repairs and Pastimes
Highly Fragmented Market
Fairly Good Prospects
KEY TRENDS AND DEVELOPMENTS
Impacts of the Upcoming Recession
New Product Launches - Convenience and Practicality
Economising – an "In" Necessity
Organic Products – a Lucrative Category
Online Shopping – Convenience at Home
MARKET DATA
Table 1 Sales of DIY and Gardening by Sector: Value 2003-2008
Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2003-2008
Table 3 DIY and Gardening Company Shares 2004-2008
Table 4 DIY and Gardening Brand Shares 2005-2008
Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2003-2008
Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2008-2013
Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2008-2013
DEFINITIONS
DIY and gardening
DIY
Building materials
Hardware
Electrical supplies
Hand tools and accessories
Power tools and accessories
Paint/home decorating
Wall/floor/window coverings
Plumbing/heating/cooling
Millwork/doors/windows
Kitchen and bath products
Other DIY
Gardening
Horticultural goods
Garden structures
Gardening equipment
Garden care
Other gardening
Barbecues
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GERMANY
BOSCH & SIEMENS HAUSGERäTE GMBH - DIY AND GARDENING - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bosch und Siemens Hausgeräte GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Bosch und Siemens Hausgeräte GmbH: Competitive Position 2008
DEUTSCHE AMPHIBOLIN-WERKE VON ROBERT MURJAHN STIFTUNG & CO KG - DIY AND GARDENING - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Deutsche Amphibolin-Werke von Robert Murjahn Stiftung & Co KG: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 5 Deutsche Amphibolin-Werke von Robert Murjahn Stiftung & Co KG: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 6 Deutsche Amphibolin-Werke von Robert Murjahn Stiftung & Co KG: Competitive Position 2008
HORNBACH HOLDING AG - DIY AND GARDENING - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Hornbach Holding AG: Key Facts
Summary 8 Hornbach Holding AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
OBI GMBH & CO DEUTSCHLAND KG - DIY AND GARDENING - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 OBI Bau- und Heimwerkermärkte GmbH & Co Franchise Center KG: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
PRAKTIKER BAU & HEIMWERKERMäRKTE HOLDING AG - DIY AND GARDENING - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Praktiker Bau- und Heimwerkermärkte Holding AG: Key Facts
Summary 11 Praktiker Bau- und Heimwerkermärkte Holding AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
DIY IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 12 New Product Launches 2008
SECTOR DATA
Table 8 Sales of DIY by Subsector: Value 2003-2008
Table 9 Sales of DIY by Subsector: % Value Growth 2003-2008
Table 10 DIY Company Shares 2004-2008
Table 11 DIY Brand Shares 2005-2008
Table 12 Sales of DIY by Distribution Format: % Analysis 2003-2008
Table 13 Forecast Sales of DIY by Subsector: Value 2008-2013
Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2008-2013
GARDENING IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 13 New Product Launches 2008
SECTOR DATA
Table 15 Sales of Gardening by Subsector: Value 2003-2008
Table 16 Sales of Gardening by Subsector: % Value Growth 2003-2008
Table 17 Gardening Company Shares 2004-2008
Table 18 Gardening Brand Shares 2005-2008
Table 19 Sales of Gardening by Distribution Format: % Analysis 2003-2008
Table 20 Forecast Sales of Gardening by Subsector: Value 2008-2013
Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2008-2013